As
@mesaboy2 implied above, there is credible speculation that the number of free tickets was at least as many, if not more than, the number of sold tickets. It is not essential in my mind that it be true for the reasonableness of requesting a refund/discount, BUT it does enhance the claim. If the majority of ticket-holders paid $0 for something and the most recent ticket-holders paid $0, then the "going rate" for those tickets can be seen as $0. Everyone who has ever met me would laugh at the comparison between my own philosophies and Bernie Sanders. My husband literally fell off the couch laughing. Perhaps the "free" part is the hangup. Had it been sold at $150 for 2 weeks and then sold at $100 for the last few days, perhaps the request for a discount wouldn't seem as strange to you as the request for a reduction all the way down to free.
I am genuinely gobsmacked that others have not experienced this kind of thing. Macy's has coupons nearly every day of the year. If I didn't get one, or forgot to bring it with me, I can ASK them if they have one for me to use - and they say YES. The business has OFFERED something to someone else and I ASK whether I can participate as well. They may say no. They may say "those are for our Platinum members only". They may say we're only offering them to the first half of the alphabet today. To which I would say, OK and buy my things and be on my way. However, they MIGHT say - sure! I would be happy. I would have the warm fuzzies about Macy's and I might be that much more loyal a customer.
In the case of DAH, a lot of folks are guessing that Disney wants the word to get out through positive reviews. A possible, sound business reason for accepting a request to refund a ticket would be to enhance their customer service reputation and sweeten the pot on their chances of positive reviews. Companies also sometimes offer "loss leaders" to get you into the store. They might sell something desirable at no profit or even a loss in hopes that you associate them with low prices overall, or that you buy lots of other things that have good profit margins. There are many, MANY reasons why a business engages in a particular transaction that may not be as simple as maximum profit on that one transaction.
To all those who've been sucked down this conversational pit - my apologies!! I swear I'll stop!!